How to make video an essential part of your marketing strategy

Looking to get started with video marketing? Discover the best ways to build it into your content strategy.

97% of marketers say video content has helped increase understanding of their product or service, and 76% say it increases sales. It’s no wonder the demand for video content is growing!

As consumers, we’re constantly surrounded by video, especially on social media. The average person admits to watching 1.5 hours of video content in a typical day, meaning if your business isn’t creating and sharing videos, you’re being left behind.

What if you don’t have the budget for a full-blown video project? You may be a one-man-band, a startup business or even just a small company not quite yet ready to take the plunge.

While we always recommend involving an expert on video marketing campaigns, adverts and demonstration videos, even if professionally curated video isn’t an option yet, there are plenty of ways to get started on incorporating video into your marketing strategy.

Video testimonials

These are a great way to share real insights into your product or service, from someone who has actually used it. You can ask your customer a few questions about the product, and film their comments to use either on your website or on social media. This is much more visually engaging than simply dotting written testimonial quotes around your site.

These can be filmed either professionally, on a digital camera, or even on your smartphone if you’re in the earlier stages of marketing. You can then use editing software - we like iMovie (for iPhone and Mac) Lightworks (for Windows) and Camtasia - to chop it down into the best bits.

Once exported, you can choose to embed video testimonials on your website, in blog posts or even share them on social media. Short, snackable videos are best for social media - usually under a minute is best.

Product or service demos

Gone are the days of trawling through thick instructions manuals; the best way to showcase your product or service is through video.

We process visuals 60,000 times faster than text, meaning how-to video demonstrations - including animation - are the best way to ensure your business stays front of mind with existing and potential customers.

Go live!

Some social media platforms now offer an easy, free way to share engaging video content with your followers - live video.

Live video content is now being prioritised on social media feeds, with platforms like Facebook giving them an algorithm boost, meaning your live videos are likely to be seen by more people than a regular text post.

On Facebook

Facebook Live allows you to stream live video from your business Facebook page, simply by hitting the ‘Live video’ button in the ‘Write a post’ box. You can then film from whatever device you’re on - just make sure you’re set up and ready to go before you start streaming!

You could film a discussion between a couple of your team members on a current topic which is relevant to your business, a Q&A with you or the company’s founder, or a simple chat about the company. Viewers are able to leave questions and comments in the usual comment box, in real time as you are filming.

Once finished, you will be able to share the video in pages, groups or even link to it from other social media platforms.

On Instagram

You can go live from your Instagram Stories. Like Facebook, it’s really easy to do from your chosen device, simply by swiping to ‘Live’ on Stories and then tapping ‘Start live video’.

You can use Instagram Live to share light-hearted, behind-the-scenes footage, like documenting your office move, explaining a fun project you’re working on or just sharing some classic office bants.

Instagram also recently launched IGTV - a new feature for filming longer-form, vertical video content. Your followers will then receive a notification at the top of their Instagram app, so it’s a great way to stay visible on an increasingly populated feed.

Share snappy Story content

On that note, you can film short, snappy video clips for your Instagram Story, which can also be saved and shared elsewhere.

For example, you could pan around the room at an event you’re at, take a short clip of an interesting building you’re visiting, or even - if you’re feeling brave - talk to (front) camera about what you’re up to at work that day.

Charlotte Tilbury makeup use this a lot in their social media activity, showing for example (right) how to wear their products.

Stories disappear after 24 hours, but if you take any particularly good ones, you can add the video to Instagram Highlights, which will pin it to the top of the page, or download it and share on Twitter, Facebook, LinkedIn or whichever platform you deem appropriate.

Tell your story

Video is always a great way to inform customers and potential customers of your business’ history. Making them feel like a part of the journey will make them feel more warmly towards your brand, and could increase the chances of them making a purchase from you further down the line.

Similarly, if you are a completely new brand, kicking off your marketing activity with a strong introductory video can be a great way to make a memorable impression on potential customers. It’ll give you something to put on your website and share across social media, too.

If you’re looking to recruit staff, videos that tell your company’s story can be an effective way to reach and attract top talent, too.

Update your customers

Have you added a new feature to your software? Brought out an entirely new product? Opened a new branch to your business? Video can help make the announcement and spread the word among your customer base.

There are many ways of doing this - you could create a short advertisement for the update, a demonstration video, or even an animation announcing the new product or service. All of these make excellent content to share on social media, too.

Share your expertise

Much like thought leadership-style blog posts, videos which allow you or your company to share advice, tips or expert opinions are an excellent way to elevate your brand’s reputation and presence within the market.

Being generous with your knowledge not only shows you’re an expert in your field, it also places you above the competition. Using video to do this will make you stand out, especially if you work in a crowded industry.

Kick off your video strategy with Sookio

Want to get started on your video marketing journey? Chat to Sookio about your next project.